ecommerce Tag - NetSphere Strategies - The eCommerce Experts | We Make Websites Profitablehttp://www.netspherestrategies.com/blog/latest
Sun, 07 Jun 2020 00:13:11 -0500Joomla! - Open Source Content Managementen-gbUtilizing microsites to create a richer customer experiencehttp://www.netspherestrategies.com/blog/utilizing-microsites-to-create-a-richer-customer-experience
http://www.netspherestrategies.com/blog/utilizing-microsites-to-create-a-richer-customer-experienceNetSphere Strategies and CoreMedia, a NetSphere Strategies partner, wrapped up their three-part webinar series last month with the third installment focusing on how to create microsites without the help of an IT team.

Easy-to-Use Tools One of the goals for any company involved in eCommerce is to create an immersive experience for shoppers who search the site. With the right tools, technical proficiency isn’t even a prerequisite for improving site search and creating memorable and effective experiences.

To drive conversions, retailers should consider focusing on story-driven microsites. The idea behind this strategy is to blend content and commerce. Doing so in real-time gives shoppers much more than products – they also get blog posts, videos and other product-related content – all in one place.

The IBM Solution To give shoppers a more engaging experience, clients of IBM’s WebSphere Commerce (WCS) product have access to SEO-friendly URLs, which help drive traffic to their eCommerce site. By working with their IT teams, business users can set up this feature quite easily, and it’s only a one-time task.

Furthermore, Live Context’s tight integration with WCS means that microsites created within the LiveContext environment can fully utilize the URL conventions defined within IBM Management Center. With SEO-friendly URLs, content is highly discoverable, which means there are more opportunities to make a great first impression with shoppers.

Finding Value in MicrositesWith immersive content and product-aligned storytelling, shoppers become pulled in to a site. They discover new ways to use a product through videos and learn more about the various aspects of the product, perhaps its green attribute or any other positive detail that can create more of a buzz around a product. The possibilities are quite vast when it comes to product-aligned storytelling.

Marketers are becoming more invested in microsites because of the fact that they can add rich media that further leverages content. Be it video or blogs and anything in between, marketers utilize the power of microsites to go beyond the usual social media experiences. They offer a new method for creating a richer, more meaningful customer experience.

A Larger Focus on Content CreationBigger brands are making bigger investments in content. Take Oreo, for example. The parent company is committed to devoting as much as 10 percent of its total marketing spend on digital video. Last year’s report from the Content Marketing Institute backs up the notion that more organizations are committed to content creation: Organizations are putting 25 percent of their marketing budgets aside for content creation. This means that microsites can serve as a new medium to maximize on the content that marketers are diligently putting together.

A recap:

Content like blogs and videos can be maximized when they are embedded into microsites, giving shoppers more information about your products.

Microsites can be created by business users and they offer a visually appealing way to blend content and product teasers all in one place.

The tight integration between IBM and CoreMedia offers a user-friendly way for business users to take control of how search function on their websites and how consumers can interact with a brand.

There are many ways to enhance a customers’ shopping experience, and microsites are just one way to do this. For more information about creating a richer eCommerce experience, contact NetSphere Strategies today.

Leading service providers in the eCommerce industry descended on sunny San Diego recently at the annual customer engagement conference hosted by IBM called Amplify. Blue skies, excellent food and an outstanding list of guest speakers helped to produce a great vibe at the popular conference (previously known as Smarter Commerce). Speakers included best-selling author Dr. Jonah Berger, Facebook executive Blake Chandlee and Citi’s global head of emerging platforms, Andres Wolberg-Stok.

Held May 11-13, 2015, Amplify focused on four main topics: eCommerce, customer analytics, marketing and merchandising. In addition to the impressive list of keynote speakers, IBM executives, clients and practitioners covered all of the latest trends in the four-prong approach to digital engagement. Unsurprisingly, IBM’s world-class software was also highlighted as a means to better embrace the trends that are driving business today.

Around 80 percent of Fortune 100 companies are already familiar with IBM cloud computing, and industry analysts rank IBM as the leader in providing social business platforms, mobile collaboration and cloud computing solutions. In fact, IBM software transacts more than $30 billion in online revenues every year, and it offers clients a quick and affordable means for setting up a seamless, cross-channel commerce platform. Commerce on Cloud is sure to boost these revenues, and here’s why:

Built-in web store templates and application integration assists organizations in their ability to improve deployment time and see benefits more rapidly.

Order management is streamlined, giving clients a more flexible set of fulfillment options, which helps to optimize inventory and improve customer satisfaction.

Commerce on Cloud gives clients the ability to build a site that gives customers what they want, when they want it.

The solution is built to help businesses acquire and retain customers by providing product information they need while targeting them for personalized promotions.

The tools in the solution make it easier to order online or by phone.

New offerings can get to market faster and response to changes is improved.

Marketers, brand managers and merchandizers have more control over campaigns and promotions.

In addition to Commerce on Cloud, various solutions were on Amplify attendees’ minds. As an example, Silverpop, a marketing automation and email marketing software solution, was the talk of the conference. NetSphere Strategies has been praising the solution for some time and while we were there, found that many in attendance have already adopted the tool.

There was also plenty of discussion about IBM’s SaaS service – Commerce on Cloud – which has proven to be a great alternative for businesses that don’t want or can’t handle the amount of management an on-premise solution requires. IBM’s cloud solution is well on its way to creating an industry standard for managing eCommerce customer engagement. Commerce on Cloud includes IBM WebSphere Commerce, IBM Sterling Order Management, and IBM Sterling Configure, Price, Quote.

Get more details about what we at NetSphere Strategies saw at Amplify by coming to the Internet Retail Conference and Exhibition (IRCE) June 2-5, 2015, in Chicago at the McCormick Place West. Stop by our booth, #441 and we’ll be happy to chat. And remember, whether you want WebSphere Commerce to be hosted or you want to go all the way and put it in the cloud, NetSphere Strategies can guide you through the process.

The Internet Retailer Conference Exhibition (IRCE) is fast approaching. The largest eCommerce event of its kind brings the most innovative minds in the industry together for lively discussions June 3-4 at Chicago’s McCormick Place West. There are many, many events and presentations to look forward to, but here are the top 10 on our list:

1) Access to workshops: Attendees have the opportunity to join workshops where they will get deep into the topics that drive better business practices. Full-day workshops are offered June 2 and June 5.

2) It’s the largest eCommerce event of its kind: The exhibit hall is a 250,000-square-foot structure, and with more than 600 eCommerce companies presenting, the room is definitely needed. IRCE officials expect to break records this year with nearly 10,000 in attendance. Not only is it the largest eCommerce event in the world, it is also highly rated; 92 percent of attendees at the conference rate it as excellent or very good.

3) Variety: There is something for everyone in the industry. For instance, on day one (June 3), attendees have the option to choose a full day of events specific to top executives, retail chains, global e-retailing, small retailers or e-marketing. Day two (June 4) features another full day of events for fulfillment, customer service & operations, social, technology, video, or design & merchandising.

4) Accessibility: Sure, the exhibit hall is enormous, but that doesn’t mean people get lost easily. Large numbered banners positioned above aisles help keep attendees on the right path. There is also a help desk centrally located and staffed with people who can get everyone where they need or want to be.

5) Networking: Professional relationships are sparked and nurtured at IRCE. The task is made easier with specific networking events, such as the welcome reception from 4 p.m. to 6:30 p.m., on June 2. Complimentary beer and wine will be served. There is also a cocktail reception from 4:30 to 6:30 p.m. on June 3.

6) Featured areas: Compete for a chance to win $10,000 in the “Golf Zone,” which is a high-tech golf simulator where hole-in-one, long-putt and closest-to-the-pin contests will be held daily. Internet lounges, the IRCE Link Lounge, massage station, water bottle stations, a specialty coffee station and other areas should appeal to the tastes of just about anybody.

7) Speakers: More than 200 industry professionals will be on-hand to deliver presentations about every topic under the eCommerce sun. Speakers we’re really looking forward to include Jason Goldberger, president of Target.com; Alexis Ohanian, co-founder and executive chairman of Reddit; Christopher McCann, president of 1-800-Flowers.com; and James McQuivey, vice president and principal analyst from Forrester Research.

8) Rub elbows with industry leaders: Regardless of where one is positioned in the eCommerce industry, there is a good chance a leader in that position will be present for the conference. Retailers of all sizes will be there; from companies worth less than $10 million to those worth more than $1 billion. IRCE caters to all sizes, which means regardless of how big or small the organization, you’re likely to gain some tips that will help your organization.

9) Brand recognition: Exhibitors get a chance to tell the eCommerce community about their organization through their booths spread across the convention hall. Look for NetSphere Strategies at booth number 441, stop by and say hello.

10) Be part of an event that involves strategic decision makers: From C-level executives to CEOs to vice presidents and managers – they’re all at IRCE. The majority of them are in eCommerce business, but there is also a healthy dose of decision makers from executive management, fulfillment operations, IT, marketing, business development and other areas.

For more information about the event, go to www.irce.com. Check out the agendas and earmark presentations of interest. For more information about NetSphere Strategies, click on the button below.

Forrester Research, an independent technology and market research company, released an eCommerce report showing that online retail sales this year are expected to reach $334 billion, which will be around 10 percent of all retail sales in the United States. Forrester reports generate plenty of interest and conversation, which will likely be the case in a few weeks when the eCommerce industry gathers in Chicago at the Internet Retailer Conference Exhibition (IRCE) at the Windy City’s McCormick Place convention center June 2-5.

According to a summary of the Forrester report, eCommerce will see a yearly growth rate of 10 percent over the next five years, which calculates to $480 billion in online sales by 2019. eCommerce growth will be led by physical goods, according to the report. Here are some other highlights:

Over the next five years, U.S. online auto part sales will grow at a compound annual growth rate of 11 percent.

Over the next five years, U.S. online furniture sales will grow at a compound annual growth rate of 15 percent.

About 33 percent of U.S. online shopping sales (in dollars) are generated by sales in clothing, consumer electronics and computers.

In the U.S., 69 percent of the online population buys products online regularly.

Online retail sales in the U.S. are projected to reach $480 billion in 2019.

eCommerce will account for 10 percent of U.S. retail sales, or $334 billion, in 2015

To get further insight, Andy Hoar and James McQuivey from Forrester Research are scheduled to speak at the 2015 IRCE event. A recent IRCE news release touts the fact that McQuivey, vice president and principal analyst at Forrester, is a featured speaker this year.

The conference has been the largest eCommerce event in the world since its inaugural year in 2008, driven by the consistent, high-quality agenda. A record number, 10,000 participants, are expected to come this year to hear industry leaders talk about the latest trends and future of the eCommerce industry. In fact, the event features more than 200 speakers covering just about every topic under the eCommerce sun.

Rarely a day goes by that we don’t see news of a company, often a major company, getting hacked and their sensitive company data compromised. It serves as a reminder to everyone that security measures deserve constant evaluation. And it makes business leaders ask, “What are we doing to ensure our company and client information isn’t compromised?”

Despite that fact that Fortune 500 companies can afford top-notch IT staff who work on security issues – they still get hacked. However, it’s equally troubling to know that smaller companies are actually visited by more bots (malicious applications that automatically scan websites and attack your computers/servers) than larger companies.

Entrepreneur published an interesting piece on how to prevent an organization from being the victim of these attacks. The five-pronged, somewhat technical approach includes:

Make sure new providers are compliant with security best practices and follow the Payment Card Industry’s Data Security Standard

Keep watch over vulnerabilities such as SQL and Cross Site Scripting (XXS)

Protect against DDoS attacks, which flood your site and shut you down

Implement two-factor authentication for network access

Frequently scan your site for SQL and XXS vulnerabilities

An industry giant has also stepped in to offer its assistance to the eCommerce community and others. IBM announced last month the release of a new security intelligence technology that allows companies to quickly prioritize threats and battle cyber attacks before they become a knockdown, drag-out war.

IBM QRadar is a cloud-based solution with optional IBM Security Managed Services for a more comprehensive solution to threats that disrupt business and cause consumers to become wary of companies that fall victim to hackers.

How important is software like this? To answer that, take a look back to 2014 when, according to the 2014 IBM Cyber Index, organizations across the globe faced 91 million potential security threats. It seems unlikely that any IT staff could stay current on all the threats. Instead of relying on an on-premise solution to fight these threats, IBM’s solutions work in the cloud, which is where many companies prefer their software to reside today.

There are two services being offered by IBM now under QRadar: IBM Security Intelligence on Cloud and Intelligent Log Management on Cloud.

IBM Security Intelligence on Cloud can help a company figure out if “security-related events are simple anomalies or potential threats.” Organizations can use this solution to correlate security event data with information about threats from more than 500 supported data sources for applications, devices, and systems.

“This is complemented by more than 1,500 pre-defined reports for use cases such as compliance, vulnerability management and security incident response,” IBM said in a recent news release. “Also, the integration of QRadar with IBM’s recently announced cloud-based X-Force Exchange gives security teams volumes of historical and real time threat intelligence.”

The Intelligent Log Management on Cloud solution is designed to make security, compliance data, collection and reporting needs simpler to utilize. The hosted, multi-tenant technology offers rapid delivery of comprehensive compliance with real-time correlation and anomaly detection. The solution is supported by more than 400 platforms, which means security managers can capture logs from just about any device in their security detail.

eCommerce organizations of all sizes need technical assistance to safeguard their data and keep systems running efficiently. NetSphere Strategies is a company that specializes in consulting organizations on eCommerce strategies, emerging technologies and industry trends. Tell us what your needs are, and we’ll help you with a solution.

Read more]]>amiller@netspherestrategies.com (NetSphere)Tech ToolsWed, 06 May 2015 12:06:51 -0500eCommerce and the user experience: what can we learn from the activewear industry?http://www.netspherestrategies.com/blog/ecommerce-and-the-user-experience-what-can-we-learn-from-the-activewear-industry
http://www.netspherestrategies.com/blog/ecommerce-and-the-user-experience-what-can-we-learn-from-the-activewear-industry

We’ve all heard the quote, “good artists copy; great artists steal.” While this is not something to be taken literally, it’s an idea that has some credence in the world of marketing. There is nothing wrong with mirroring the efforts of those who have found success. A recent report from Digital IQ titled “Sportswear 2015” offers an intriguing look into how activewear, which did not suffer the same slump in sales as the apparel industry saw in 2014, is marketed on digital platforms.

Digital IQ attempted in its study to “quantify the digital competence” of 59 U.S. sportswear brands. The goal was to help managers see a bigger return on incremental investment. The leaders include Nike, The North Face, Adidas and L.L. Bean. These are the companies Digital IQ found to have the digital competence and ability to creatively interact with consumers on multiple devices and online environments.

Brands that have limited or inconsistent adoption of mobile and multi-channel platforms include Mizuno, Marmot, Champion, Fila and Nautica, among others. Those listed as “feeble” for showing an “investment that does not match opportunity” include brands like Izod, Umbro and K-Swiss.

Last year, the activewear industry’s sales grew seven percent as brands saw their products getting more use out of the gym. Some of the biggest brands are now investing more money in digital marketing to create tighter bonds with their customers, a side effect of which is growing profits.

While Digital IQ’s report focuses on sportswear, some of the revelations can be applicable to any industry; you apply what’s working for the leaders in sportswear and adapt them to your own market. For instance, sportswear brands have latched on to the idea that consumers who have abandoned their carts can be brought back with timely engagement. They do this with email tactics. It’s a smart idea, especially considering that nearly 70 percent of online shoppers abandon their carts. Brands like New Balance, Under Armour and Lacoste ranked at the top in their recovery efforts by quickly reaching out to customers who left their carts behind.

The opportunities that come with effective digital marketing are rising by the minute. It’s estimated that online retail sales will grow by 57-plus percent by 2018. It’s also important to note that roughly 60 percent of all transactions will in one way or another involve digital channels as consumers have become quite accustomed to researching their options online.

Unsurprisingly, social media also plays heavily into the top brands’ strategies for informing their prospective customers. Facebook has been the biggest channel in referring traffic and converting 1.85 percent of visitors into buyers, according to the report.

Researchers also looked at brand presence, community size and engagement on Facebook, YouTube, Twitter, Instagram and emerging social media like Pinterest and Google+. Interestingly, they found that Facebook yields lower purchase averages, $55, than other social media sites like Instagram, Pinterest and Polyvore. Despite the fact that Instagram isn’t nearly as massive as Facebook, brands continue to put themselves out there because they see better engagement rates with consumers.

Beyond traditional marketing, like e-mail and social, shipping is a constant topic of conversation in eCommerce. Digital IQ, therefore, also looked into brands’ shipping policies. The report makes no direct correlation to profit, but only 12 percent of activewear companies require customers to pay for shipping. Thirty-nine percent of companies have free shipping without restrictions while the most popular strategy is free shipping with a minimum order threshold.

Mobile is also a constant topic of conversation, and apps are rising in popularity by the minute – not just for activewear companies, but for many industries. Fitness apps first hit the market in 2008 and attracted individual users. As time passed, though, the approach has changed as companies now create them with growing a community in mind. When a business thinks more about the social circle that they’d like to develop, the value in creating apps becomes even more important than previously thought.

Activewear companies like Nike and Under Armour have both had success in the app arena. Under Armour is doing its best to compete with the Nikon+apps by purchasing the popular MapMyFitness platform, which now has more than 30 million members. Digital IQ’s report shows that a fitness app is good for sportswear brands, but it can also benefit other industries. Figure out what's good for your market and build an app around that.

eCommerce marketing can be more effective when you’re connected with the right technology and experts who really know how to improve the digital experience. NetSphere Strategies is a company that eCommerce experts call home. Contact us today and find out how we can create a more engaged community for your brand.

Read more]]>amiller@netspherestrategies.com (NetSphere)MarketingFri, 24 Apr 2015 16:47:37 -0500Reviews add value to eCommerce: Check out Yotpo’s review solutionhttp://www.netspherestrategies.com/blog/reviews-add-value-to-ecommerce-check-out-yotpo-s-review-solution
http://www.netspherestrategies.com/blog/reviews-add-value-to-ecommerce-check-out-yotpo-s-review-solutionOnline retailers that have historically underplayed the value of reviews are beginning to change their tune. Perhaps they’ve been more concerned about site design, improving conversions and providing an excellent customer experience – all of these are important aspects of eCommerce, but they don’t negate the need for product reviews.

There is a reason Amazon and eBay have used customer reviews since the late 1990s – reviews often improve the average order value. Reviews are especially important where electronics are concerned: according to Nielsen’s Global Online Shopping Report, 40 percent of shoppers looking to make electronics purchases say they won’t go through with the sale unless a review of the product is included.

Bad reviews can tarnish a brand, but there is also evidence to support that even bad reviews have their place on eCommerce sites. AlpacaDirect.com realized that after including negative reviews of its clothing items, sales rose 23 percent.

Obviously, the goal isn’t to shoot for negative reviews – it’s to inform buyers who have increasingly become savvy shoppers – those who dig deep for information before clicking the “buy” button. Getting an objective viewpoint is invaluable, in part because it shows that you are doing what you can to help potential customers make an informed decision.

Yotpo, a company focused on customer content marketing, has developed a solution that helps clients generate more customer content, drive traffic and increase conversions. Below is a list of benefits Yotpo clients realize:

In-Mail Capabilities Yotpo’s solution gives customers a simple, one-step review process with In-Mail technology. The beauty of In-Mail is that customers can write reviews from their own familiar inbox, which is one reason that up to 10 percent of Yotpo users submit reviews.

Verified ReviewsYotpo enables seamless, authentic and verified reviews across the entire site, which improves transparency and increases trust and conversion rates. In fact, Yotpo clients see the review feature improving sales by as much as 27 percent.

Google IntegrationAutomation is part of the solution with Yotpo as your best reviews will automatically appear beside you Google AdWords campaigns, Google product listing ads and in organic Google search results. Users have seen click-through-rates go up by 17 percent with this feature alone.

Target Social with YotpoConcise, well-written and positive reviews make for excellent Twitter and Facebook fodder. Fortunately, you have the capability to instantly turn those reviews into social media messages and advertisements with Yotpo. Not only will you be turning more eyes to your products, you’ll reduce cost-per-acquisition with Facebook ads by up to 200 percent.

Build a Community with Q&AThere’s nothing like asking questions to current customers about a product, which is what Yotpo’s Q&A feature allows visitors to do. Previous customers or members of your team can field these questions, which helps to promote a growing community.

To get more information, feel free to reach out the team at NetSphere Strategies, a proud Yotpo partner with experience implementing the solution. You can also visit the Yotpo blog page to read articles related to eCommerce and trends that affect the industry.

Binging and purging: it’s not just a food-related problem. In fact, shoppers are far more likely to buy more than they intend to keep than people with eating disorders who eat more than they intend to hold down. It might seem to be a disturbing and/or unsettling analogy, but for eCommerce companies, serial returners are creating a problem that is both disturbing and unsettling to their profits.

Clear Returns, a U.K.-based company dealing in return intelligence platforms, has a constantly moving ticker on its website showing the estimated cost of returns, which in early April was already at £53 million ($77.9 million). The Wall Street Journal reported late last year that retailers that outsource their Web and fulfillment procedures, their costs related to returns, shipping and handling can go as high as 25 percent of sales.

To get a handle on the problem, some online retailers are looking into tracking shoppers to get more insights into the behaviors that lead to abusing a return policy. However, dealing with returns is a delicate dance that involves giving consumers incentive to make returns while also protecting the company’s bottom line.

The Economic Times published a piece recently about consumers in India returning goods worth up to $1 billion in the fiscal year ending March 31. eCommerce giants in that country, which includes Amazon, Snapdeal and Jabong, are more closely watching the behaviors of shoppers who average a return rate between six and eight percent of everything they purchase online. Some industries see an average of 25 percent, representing what most organizations would consider a problem. Some eCommerce companies in India have developed a ratings system to help track patterns of return abuse.

The problem with this type of monitoring is that it can scare off potentially good customers. The Economic Times’ article quoted one consumer as saying she wouldn’t be comfortable shopping through a website where the online business tracks her history and publishes her return-probability rating.

Shipping responsibility: Finding the sweet spot

For some consumers, returning goods is nothing short of an addiction, which compounds an already sticky issue with eCommerce companies. For instance, there exists a lively conversation/debate about who should shoulder the cost of shipping returns. Companies can pull in more business with a promise of free returns, but it is so costly that even some of the top eCommerce companies aren’t willing to offer totally free returns. Finding the sweet spot is a source of contention, which is why online retailers need to be as thorough as possible to avoid situations where consumers actually “need” to make a return.

Be honest and descriptive about products

Perhaps one of the greatest percentages of returns are related to clothing, which is natural given the nature of the product. However, retailers can reduce the odds of having a product returned by offering highly accurate product descriptions and sizing charts, which means you’d be better off avoiding the manufacturers’ product description on your site. Being crystal clear about fit, material etc. can reduce the odds of a return.

Tighten up your photo game

Accurate photographs are also a high priority among retailers with lower-than-average return rates. Don't edit the photos to make the product appear to be something it’s not because this defeats the purpose. Consider adding a 360-degree view of the product and offering representative photos of differing color options when appropriate. And be sure to scale your photographs so they’re all uniform across your entire product line.

Allowing your customers to add their thoughts about your products brings an objective viewpoint that prospective customers appreciate. It also may offer insight that a retailer didn’t think of. For example, a product review could mention the fact that a piece of clothing “runs small.” This bit of insight can be a valuable piece of information for a customer who is on the fence with what size to purchase. The risk here is that a negative review from a customer with a grudge can tarnish an otherwise flawless product, which is why it’s essential to manage incoming reviews.

Include an FAQ

For any other questions that customers may have, retailers can either provide an FAQ link for shoppers to follow, or just include the answers to the most frequently asked questions in your product description. Every additional piece of product insight has the potential to reduce the probability for returns.

Monitor return rates per product

Every product has the potential for being returned. Best sellers could even turn into a frequently returned item. By tracking return rates as they arise, retailers can act fast to potentially curb additional returns. Retailers can then act accordingly, be it revamping the product description that may be erroneous or making improvements on the item itself to address the issues causing the returns.

At NetSphere Strategies, we help eCommerce companies manage the challenges they face on a daily basis. Our team of experts has extensive experience at offering technical assessments and designing eCommerce and user experience strategies that work. Contact us today to see how you can limit your rate of returns.

To learn more about creating an exemplary product page that can reduce the possibility for a return, download an infographic that includes five best practices.

The U.S. Supreme Court is asked to take on 5,000 or more cases every year. The number they actually hear is between 100 and 150, so whenever a decision is made, these highly prioritized cases are bound to generate interest. That was certainly the case with the eCommerce community in early March when the highest court in the land made a decision on Direct Marketing Association v. Brohl, which is more popularly known as the Colorado “Amazon tax” case.

The case might not immediately gain much interest with the general public due to the complex nature of this sales tax issue, but it will surely impact consumers and the eCommerce industry as the decision opens the doors for district courts to hear cases related to online sales tax collection laws.

The reason the issue is complex is because sales tax laws differ in every state. For instance, Oregon doesn’t have a sales tax, while in other states, retailers are expected to play taxman – gather sales taxes from consumers and send it to the state. Some states will even allow the retailer to retain a fraction of the tax to cover administrative costs. The landscape for sales taxes changed considerably when consumers began making purchases over the Internet.

Instead of going down to the local brick-and-mortar store to make every purchase, stores which had established nexus within the state and collected sales taxes, consumers spend billions of dollars per year online. A majority of these online purchases allow the consumer to skip the sales tax process due to the fact that the eCommerce company has no physical presence or nexus within the consumers’ state. Naturally, states have watched their revenues from sales taxes slide as eCommerce is embraced by more and more consumers.

To regain footing, some states implemented what is being called “Amazon taxes,” named after eCommerce giant Amazon.com. Several states actually passed Amazon tax laws that allowed them to collect sales taxes from Amazon. Other states made deals with Amazon to collect sales taxes from individuals in states where the company does not have a physical presence.

Everything came to a head in 2010 when Colorado passed a law that requires online retailers to collect sales taxes from Colorado residents or make a report of the sale to the state so it could collect on those taxes. Groups like the Direct Marketing Association spoke out against the law after it was implemented in 2011 and went as far as to file a lawsuit in federal district court, seeking to invalidate the law. The long and slow slog to the Supreme Court came to an end March 3 with a unanimous ruling.

Unfortunately, the ruling is as complex as the issue at hand, but the takeaway is that it remains unresolved because the justices essentially sent it back to federal courts. However, Justice Anthony Kennedy’s decision on the matter should bolster state and local governments keen on collecting the tax.

“There is a powerful case to be made that a retailer doing extensive business within a State has a sufficiently ‘substantial nexus’ to justify imposing some minor tax-collection duty, even if that business is done through mail or the Internet,” Justin Kennedy explained in his concurring decision “After all, interstate commerce may be required to pay its fair share of state taxes.”

The eCommerce community will continue to watch the issue. In the meantime, if you’re having sales tax collection struggles of your own, make it easier on yourself by implementing a solution from Avalara, a company that specializes in making sales tax less taxing. Contact the team at NetSphere Strategies today, who has partnered with Avalara due to their expertise on the subject. Or, watch a video to see how it works.

In today’s business world, a few hot trending topics include women in corporate leadership roles, increasing competitiveness in the online marketplace and the challenge of generating investment funds. Maelle Gavet is making headlines in each.

As the CEO of Ozon.ru, often referred to as the Amazon of Russia, Gavet has found herself in the growing rank of successful female business leaders. As the driving force behind multiple rounds of funding for Ozon, she was able to raise more than $250 million – rivaling the investments secured by some of the planet’s most successful startups to date. Since her promotion from CMO to CEO in 2011, she’s more than doubled the company’s revenue – from $295 million annually to $747 million in 2013.

When Gavet was hired as Ozon’s CMO, she had to leave a job that she loved at the Boston Consulting Group. But, at that time, Russian online activity was on the rise – and in a big way. According to an article published by the Harvard Business Review, Internet penetration rates were increasing by 15 percent a year and had reached 55 percent by 2013.

“In traditional retail, you’re happy if you grow by 5 percent, so this rate of expansion was really exciting,” said Gavet in the HBR article. “I could make big changes happen quickly. I loved working at BCG, where my expertise was in retail and logistics, but the opportunity to be part of a hyper-growth story was too good to pass up. Perhaps most important, I would get to lead a large team. Ozon already had hundreds of employees at that point; at BCG I would never be leading a team of more than 10 or 20.”

Every year, more women like Gavet are taking the helm of prominent global organizations. They’re leading and motivating large teams and are driving substantial growth. And clearly, Gavet is no exception to the rule. In 2012, she made Forbes’ Women to Watch list, and in 2014, she ranked fifth in Time Magazine's list of The Top 25 Female Techpreneurs. Her accolades haven’t been relegated just to lists of powerful women, however. She also placed 10th on Fast Company’s list of the Most Creative People in Business in 2012 as well as Fortune’s 40 under 40, also in 2012.

As a French native, Gavet has worked in her home country, the United Kingdom, India, South Africa and now Russia. In 2002, she graduated from the Sorbonne from the Institut d'Etudes Politiques de Paris, and in 2003, she graduated from the Ecole Normale Superieure de Lettres et Sciences humaines.

To learn more about eCommerce leaders that are making headlines, stay tuned to the NetSphere Strategies blog.